PSYCH:614 The 4Cs of Peacemaking Proposal

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1 The 4Cs of Peacemaking Te’a Richardson-Smith University of Phoenix PSYCH/614 Dr. Carlos M. Díaz-Lázaro November 27, 2023

2 The 4Cs of Peacemaking Overview I was approached by Nike to develop a training model in response to their recent public relations crisis that has had a negative impact on the company. Specifically, the training model will address Nike's PR crisis in 2019 when NBA player Zion Williamson's shoe ripped open during a game. The purpose of this proposal is to offer Nike advice and tips to overcome the negative impact of similar PR disasters in the future. The training model will focus on how certain elements of the 4Cs of peacemaking could help the company overcome negative publicity. Additionally, I will discuss how the concepts of social norms, reciprocity norms, and social responsibility norms could be used to assist with overcoming PR nightmares. The model will provide guidance on how to deal with and address conflict and controversial situations that may arise due to this type of crisis. The training model will thoroughly cover the 4Cs of peacemaking, which are contact, cooperation, communication, and conciliation (Myers & Twenge, 2021). It aims to equip Nike employees with the skills to handle such situations in the future effectively. By going through this training, Nike can become more proficient in dealing with these issues as they arise. The 4Cs of Peacemaking – RP Disaster Nike is a well-known American sportswear company that was founded in 1964 under the name Blue Ribbon Sports. As of the early 21st century, Nike has retail outlets and distributors in over 170 countries. The company's logo is a recognizable curved mark known as the "swoosh” ( Editors of Encyclopaedia, n.d.). According to Nike's website, their mission is “ to bring inspiration and innovation to every athlete in the world” , with the belief that if you have a body, you are an athlete (Nike, n.d.). In 2019, Zion Williamson sustained an injury during his final year of college basketball, when his Nike shoe tore apart less than a minute into the game. During the

3 game, Williamson fell and injured his knee when the blue rubber sole of his white shoe ripped open, causing his foot to come out of the shoe. He ended up in an awkward position and had to clutch the back of his right knee. Later on, he was diagnosed with a mild right knee sprain. Due to this incident, Nike's stock price dropped by a billion dollars in market value and the company was subjected to ridicule on social media (Ferris, 2019; CBS News, 2019). In situations where negative publicity has caused a public relations disaster, the 4Cs of peacemaking can be used to overcome it. Peacemaking involves utilizing nonviolent strategies to end conflicts and maintain peace. The 4Cs - contact, cooperation, communication, and conciliation - are crucial in this process. The amount of contact between conflicting parties can determine the success or failure of peacemaking efforts. Cooperation, on the other hand, means that a common threat or goal can override differences among people. Communication in peacemaking can take three forms: bargaining, mediation, and arbitration. Conflicting parties can bargain with each other directly or ask a third party to mediate by making suggestions and facilitating negotiations. Effective communication is crucial when dealing with negative publicity. It is essential to communicate transparently and promptly with all stakeholders, including customers, employees, investors, and the public. Companies should take a proactive approach in acknowledging their mistakes, describing the measures they will take to address them, and emphasizing their commitment to improvement. In addition, using a range of communication channels, such as social media, press releases, and direct interactions, can help shape a positive narrative. They can also opt for arbitration, whereby a third party studies the issues and imposes a settlement. Conciliation, on the other hand, is a strategy used to de-escalate international tensions. High levels of suspicion and tension can make communication and

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